Audrey Belkin

Strategic marketing leader with 25+ years of deep experience in innovation strategy, whitespace identification, innovation pipeline development and early-stage concept development, including portfolios exceeding $500M and managing budgets up to $200M. Skilled in brand development, Rx-to-OTC transitions and driving growth in regulated markets. Expert at translating complex technical, clinical, and commercial information into compelling customer narratives and integrated marketing programs that drive adoption, enable sales, and support business growth.

Trusted partner to executive leadership, product teams, and cross-functional stakeholders.

Senior Executive, Marketing and Brand Consultant at AUDREY BELKIN CONSULTING. LLC (2025-09 – Present)

Trusted marketing, brand strategy and innovation consultant with extensive experience identifying whitespace opportunities, building innovation pipelines, commercializing new products and driving growth across consumer health and wellness categories. Provide fractional and advisory support across brand strategy and hands-on execution for consumer health and wellness clients.

Global Director, Rx/OTC Switch Commercial at BAYER CONSUMER HEALTH (2013-04 – 2025-08)

Served as senior commercial and marketing leader overseeing global Rx-to-OTC switch programs from early concept through FDA submission and commercialization; Bridged regulatory rigor with consumer-led brand strategy to unlock $100M+ growth opportunities in highly regulated markets. Partnered with cross-functional teams of up to 30 across R&D, Marketing, Regulatory, Legal, Clinical, Packaging, Product Supply, and Finance, ensuring alignment from early insight generation through market readiness.

• Led three high level global Rx-to-OTC switch programs from concept through late-stage regulatory engagement, including first-pass Rx approvals. Navigated complex U.S. and global regulatory frameworks, laying the groundwork for future switch programs despite discontinuations due to internal strategic portfolio realignments.
• Developed brand positioning, messaging frameworks, and commercialization narratives for whitespace opportunities, translating consumer insights into compelling customer value propositions and integrated go-to-market strategies.
• Directed comprehensive clinical and regulatory development plans, encompassing label comprehension, self-selection, human factors, and actual use studies. Collaborated with the FDA to formulate clinical strategy, contributing towards favorable Advisory Committee outcomes. Successfully implemented Rx-to-OTC clinical development programs that exceeded both primary and secondary clinical endpoints ahead of schedule.
• Led insight-to-action processes—leveraging segmentation, ethnography, and behavioral research—to shape messaging frameworks and study designs that align with real-world behavior.
• Championed business case development for both OTC and beauty categories, identifying whitespace opportunities and defined innovation platforms by integrating consumer insights, market trends, and competitive analysis securing investment and executive alignment across global teams.
• Partnered with executive leadership to translate product priorities, consumer insights, and business objectives into integrated commercialization strategies and cross-functional go-to-market plans.

Director, Dr. Scholl’s Foot Care Products at MERCK CONSUMER CARE (2011-01 – 2013-03)

Selected to lead brand turnaround during a pivotal phase, following success on Claritin. Brought in to revitalize Dr. Scholl’s brand positioning and accelerate growth by applying deep branding expertise and consumer-centric strategy.

• Led a 9-person brand team delivering 12% sales growth, surpassing a 7% revenue goal through a successful brand repositioning effort, bridging clinical credibility with consumer relevance to drive renewed market engagement.
• Led the innovation pipeline for Dr. Scholl's portfolio, identifying consumer-driven growth opportunities, launching new products, and expanding the portfolio through insight-led innovation
• Orchestrated cross-functional marketing initiatives that consistently outperformed category growth by 3-5%, re-establishing the brand as a market leader.

Director, Claritin Allergy Products at MERCK CONSUMER CARE (2007-01 – 2010-12)

Led marketing for Claritin’s $500M brand portfolio, overseeing a $200M budget and a 10-person team. Delivered sustained market leadership through strategic innovation, brand development, and integrated marketing execution in a highly competitive OTC landscape.

• Spearheaded the development and launch of the iconic “Claritin Clear” campaign across integrated channels including TV, digital, in-store and retail activation – driving category leadership and consumer engagement amid major category disruptions (e.g., Zyrtec and Allegra OTC switches, Claritin D regulatory changes). Brand champion, attending 30+ national ad shoots, providing final creative approval to ensure consistent brand messaging.
• Achieved 100% of financial targets year-over-year, navigating significant market challenges.
• Grew Claritin D sales by 9% while competition sales declined 20-50% through the launch of an innovative card-based access system, overcoming purchase restrictions from pseudoephedrine regulations.
• Launched multiple new SKUs, including a breakout product that generated $80M+ in revenue and earned OTC Perspectives’ 2011 Top OTC/HBA Marketer of the Year.
• Delivered $700K+ in savings via Six Sigma-led cross-functional process improvements.

Senior Product Manager – Claritin, Lotrimin/Tinactin, Coppertone at SCHERING-PLOUGH

Directed marketing strategy for Claritin allergy products ($500M brand), as well as personal care and beauty products Lotrimin and Tinactin ($110M portfolio) and Coppertone Sun care ($85M portfolio) products, respectively, with full P&L ownership and responsibility for driving growth and brand equity.

• Maintained Claritin’s #1 category leadership, through competitive disruption and evolving retail environments.
• Led the Claritin D Pseudoephedrine Defense Plan, through the launch of an innovative card-based access system, overcoming purchase restrictions from pseudoephedrine regulations. Grew Claritin D sales by 9% while competition sales declined 20-50% enhancing brand equity and earning Schering Plough 2006 Marketer of the Year.

Product Manager – Dr. Scholl’s Innovations at SCHERING-PLOUGH

Managed innovation pipeline and new product development for Dr. Scholl’s, identifying consumer-driven opportunities and delivering portfolio expansion aligned with brand strategy

Master of Business Administration (MBA) – Pace University

Bachelor of Science in Economics – Cornell University

International Economics certification via summer abroad program in International Economics – American College of Switzerland